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Establishing Goals and Objectives

It is very important for a firm to establish the goals and objectives that it wishes to achieve. It is these goals and objectives that will answer the second question of a marketing plan, that is, where do we want to go? These goals should specify the market share, profit, sales, market penetration, pricing and promotion policies. It is recommended that a enterprice should limit the number of goals to between six and eight. It is also worth noting that although the goals should ideally be quantifiable, some may not be.